Juicy Couture reintroduces its physical presence in the UK with a new store after a seven-year hiatus.
- The new store is located at Westfield Stratford City, offering a 1,200 square foot experience.
- The store combines iconic elements with modern aesthetics, including neon lights and a metallic runway.
- Juicy Couture’s return coincides with the brand’s holiday campaign, “Once Upon a Time”.
- The reopening marks a significant strategy shift from the previous closure of UK stores in 2017.
Juicy Couture has reopened its doors to the UK market with the unveiling of a new store at Westfield Stratford City. This comes after a seven-year absence, marking a notable return for the American fashion brand. The 1,200 square foot store promises an immersive experience for shoppers, highlighting its distinctive blend of casual glamour.
The store’s design incorporates familiar features from previous Juicy Couture locations, such as vibrant slogans and graffiti-inspired artwork. These elements are harmoniously integrated with contemporary accents like bursts of black and pink, a metallic runway, and themed lighting, creating an enticing environment for customers.
In conjunction with its physical store return, Juicy Couture is also launching its holiday campaign titled “Once Upon a Time.” This collection weaves the brand’s iconic early 2000s “IT girl” style with a whimsical fairytale appeal, offering a spectrum of products from pajamas to intimates.
The brand’s re-emergence in UK retail follows the closure of all its physical stores in the region in 2017. The decision to shut down locations, including popular spots on Regent Street and within Westfield White City, was driven by a strategic pivot towards wholesale, ecommerce, and concessions, a move necessitated by wider market challenges at the time.
Since the UK operations were initially under the management of Hong Kong-based Global Brands Group, Juicy Couture has sought to revitalise its market presence. In 2019, Authentic Brands Group, which controls Juicy Couture, appointed The Batra Group to oversee distribution across the UK and Europe.
Rajiv Batra, Director of The Batra Group, expressed enthusiasm about the reopening, emphasising the brand’s loyal following and the opportunity to deliver an engaging shopping experience. He stated the store provides a fresh take on Juicy Couture’s eclectic style, appealing to both new and returning customers.
Juicy Couture’s strategic return to UK retail signals a renewed commitment to physical stores, offering consumers a unique blend of nostalgia and contemporary style.
